Launch announcement

Amazon DSP launches Keyword Targeting Multi-Language Support GA Worldwide.

August 22, 2025

What launched?

Keyword targeting enables advertisers to connect with audiences by targeting content based on relevant freeform keywords or phrases, without relying on identifiers. Available on Amazon.com and third-party supply, advertisers can apply a set of keywords to a line item in order to place ads alongside content related to the targeted keywords.

Amazon DSP (ADSP) Keyword targeting Multi-language support expands beyond English-only keywords to 13 additional international locales (BR, DE, ES, FR, IN, IT, JP, KSA, MX, NL, SE, TR, UAE), allowing advertisers to target content using free-form keywords or phrases in multiple languages.

This product is now available worldwide to Amazon DSP self-service and managed-service advertisers and is supported on standard display (desktop/mobile and Amazon mobile app), OLV (Online Video), and Third-party mobile apps.

contextual widget

In the contextual widget, add keywords and/or key phrases by selecting from recommendations (search) and/or by entering your own.

Targeted keywords

Targeted keywords are confirmed in the contextual summary in the line items page.

Why is it important?

Keyword targeting overcomes the limitations of category or product retail-based approaches by offering advertisers the flexibility to target freeform keywords, enabling increased reach and performance. Up until now, the existing contextual targeting options available on Amazon DSP restricted advertisers to predefined Amazon retail Categories (Browse Nodes) or Products (ASINs), so advertisers could target ‘picnic baskets’ but not an event like ‘4th of July’ or ‘summer.’ The flexibility of contextual keyword targeting is a universal fit for all of our customers, enabling advertisers increased opportunities to achieve their goals on Amazon DSP.

Keyword targeting Multi-language support expands beyond the previous limitations of English-only keywords and English-first markets (US, CA, UK, AU), allowing advertisers to input non-English keywords in their keyword targeting campaigns. This new multi-language keyword support expands advertisers’ ability to engage non-English and multilingual audiences at scale, driving increased performance.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • LATAM: Brazil
  • EMEA: France, Germany, Italy, Netherlands, Spain, Sweden, United Kingdom, Saudi Arabia, Turkey, United Arab Emirates
  • Asia Pacific: Australia, India, Japan

Who can use it?

  • Managed service
  • Self-service

Where do I access it?

API specific

Universal targeting:

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